How Joules became a surprise high street success story
As fashion insiders, The Great British High Street is our specialist subject. We know what each of the high street giants excels in and can point you in the right direction to find a great pair of boyfriend jeans (Topshop), chic mules (Zara), and statement earrings that look much more expensive than their price tag suggests (Mango, of course).
While these giants are no doubt dominating the high street at the moment, there's an unexpected brand that has proven it shouldn't be overlooked when it comes to its niche of fun raincoats and simple boots.
It's a household name, but for the most part, Joules has stayed under the radar, with its typically British offering selling but not making headlines.
Yesterday the lifestyle retailer, which has 123 stores in the UK alone, announced a 28.5% jump in profits in the last year, which it believes is partly down to the strong connection the brand has with its customers.
The figures come at a time when neighbouring brands such as John Lewis and M&S are announcing profit drops or store closures. So how did this stealth style brand buck the trend? Joules' loyal consumer base and practical fashion offering (which is aimed at its typical customer, a 25-44 year old woman) seems to be the reason the British label has survived tough conditions.
The label was founded by Tom Joule in Market Harborough (where it still operates today) in 1989 with just four employees and began selling at local country shows and events, striking a bond with customers from the beginning. Nearly thirty years on, it's gone from strength to strength, and now boasts 1500 employees and over 1500 stockists internationally, including Next in the UK and Nordstrom in the USA.
From its practical offering that helpfully caters for every weather eventuality to how easily accessible the brand's website is, here's how Joules managed to become a success in such testing times...
What the customer wants, the customer gets
Joules customers particularly love its outerwear range, footwear and accessories collections which prove most popular season after season. Accordingly, the brand ensures that its already strong offering is updated often, with key pieces available in a range of colourways. The Coast Waterproof Jacket comes in five shades, and there are currently 19 pairs of boots in the summer offering, with more to look forward to this autumn.
Practical but fun clothes are key
While we're partial to an embellished drawstring pouch or a jewel-toned velvet blazer, we're also constantly in the market for the perfect pair of mid-blue slim-leg jeans, a crisp striped shirt and a khaki parka: all practical pieces that might not make our lust list, but are everyday staples in a modern wardrobe.
Many stores are slightly out of touch at the moment in this tricky in-between-seasons time, with the dregs of the high summer stock (aka what we need to wear in the heatwave right now) hidden in the sale section at the back of the store to make room for winter coats, boots and warm knits. Joules, on the other hand, has a host of pretty dresses, shorts, embroidered blouses and swimwear in stock, all of which is flying off the shelves. One of the retailer's strengths is providing wardrobe essentials year round: raincoats are always on offer, as are wellies and sundresses.
50 beautiful and breezy dresses to buy now for under ￡100
A slick website always helps
Alongside the rise in profits, the brand boasted a 28% rise in e-commerce sales in the past year, which has no doubt been helped along by its user-friendly website. While you'd be forgiven for assuming this classic, almost 30 year old brand would rely on an outdated online offering, one look at the website hints that the label is very much on top of the ever growing rise in online shopping, and cites its multichannel brand as the reason it will continue to flourish.
A helpful search bar, minimalist layout, clear sections and strong, stylish imagery all help customers make light work of adding pieces to their virtual baskets.
The best hidden gems to buy now
A breezy shirt dress
Spotted shirt dress, ￡79.95, Joules
A sleeveless shirt dress nails dressing for the office during the heatwave. Pair with mules and a coloured crossbody bag.
A boho blouse
Embroidered blouse, ￡38.95, Joules
Boho blouses are big news every summer; invest in a simple colourway that you can rely on for years to come.
Festival-ready boots
Waterproof Chelsea boot, ￡34.95, Joules
Wave goodbye to boring wellies; this sweet leopard print pair won't let down your festival outfit.
City shorts
Chino shorts, ￡39.95, Joules
Longline shorts are this season's hero and a heat-friendly chino pair are ideal for summer in the city.
A seaside-friendly jacket
Waterproof jacket, ￡89.95, Joules
As Brits, we know better than to get complacent with great weather. This lightweight waterproof coat is a must if you're heading to a British seaside this summer.